TVC Campaign for Amul Milk: Study to Determine TVC Recall

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  • Topic: Integers, Question, Amul
  • Pages : 5 (1546 words )
  • Download(s) : 51
  • Published : May 11, 2011
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Table of Content

1. Introduction1
2. Sampling1
3. Findings1
4. Group-Wise Analysis2
4.1. Housewives2
4.2. Youths3
4.3. Kids3
5. Conclusion4

1. Introduction

In the month of April- May a new TVC campaign was launched for Amul Milk. The advertisement was targeted for people of all ages, especially targeting kids and youth. This small study was done to find if people have seen the advertisement and if they are able to recall the TVC.

2. Sampling

The sample size was 47. These were divided in three categories viz. kids, youth and housewives. In all 12 kids, 21 youth and 14 housewives were interviewed with the help of structured interview.

3. Findings

1. 89.9 % of people have seen one or the other advertisement namely Amul Doodh Peeta Hai India or Jara Si Hansi Dular Jara Sa or Hey Dude Where’s The Doodh. a. 40 % people do remember Amul Doodh Peeta Hai India. b. 15 % people remember Jara Si Hansi Dular Jara Sa TVC. c. 53 % people remember Hey Dude Where’s The Doodh TVC. 2. Of the respondents who were not able to recall (47 %) the ‘Hey Dude’ TVC, 23.4 % respondents were able to recall the TVC when they were prompted. 3. When asked on what they remember in ‘Hey Dude’ TVC, 57 % of the responses were in favour of the youth coming out from swimming pool and asking for milk. 30% of responses say that they remember the kid wearing glasses asks for milk from his father at breakfast. 43% in favour of responses in favour of the girl asks for milk after gym. 40% do remember the kid sardar saying where is the doodh. 38% of the responses say that they remember the bride asking to the groom at golden night. 4. 94 % were able to tell that the TVC is of Amul Milk. 6 % wrongly recalled the TVC for one or the other brand. 5. Only 34 % of respondents were able to recall of the two variants of Amul Milk shown in the TVC. 6. On Perception of advertisement, 6 % say that milk is a refreshing drink, 23 % perceive that TVC tells that milk gives energy, 14 % feel that TVC says that milk is better than a carbonated drink/ sharbat, 14 % feel that the advertisement tells them that milk is better than fruit juices, 11 % feel that the TVC tells them that milk is a breakfast companion and 22 % feel that the TVC tells them that milk is essential for children as well as youth. 7. On brand perception, 18.5 % feel that Amul is a modern brand, 20 % feel that Amul is a youthful brand, 13.6 % say that their interest increased in Amul milk and 10 % respondents started using Amul milk after seeing the TVC.

4. Group-Wise Analysis

4.1. Housewives

1. Among housewives, 57 % responses do remember ‘Amul Doodh Peeta Hai India’, 29 % people responses ‘Jara Si Hansi Dular Jara Sa’ TVC and 53 % responses remember ‘Hey Dude Where’s The Doodh’ TVC. 2. Of the respondents who were not able to recall the ‘Hey Dude’ TVC, 29 % of housewives respondents were able to recall the TVC when they were prompted. 3. When asked on what they remember in ‘Hey Dude’ TVC, 57 % of the responses were in favour of the youth coming out from swimming pool and asking for milk. 43% of responses say that they remember the kid wearing glasses asks for milk from his father at breakfast. 50 % in favour of responses in favour of the girl asks for milk after gym. 21 % do remember the kid sardar saying where is the doodh. 50 % of the responses say that they remember the bride asking to the groom at golden night. 4. 71.4 % were able to tell that the TVC is of Amul Milk. 5. Only 43 % of respondents were able to recall of the two variants of Amul Milk shown in the TVC. 6. On Perception of advertisement, none of the responses say that milk is a refreshing drink, 43 % perceive that TVC tells that milk gives energy, 36 % feel that TVC says that milk is better than a carbonated drink/ sharbat, 29 % feel that the advertisement tells them that milk is better than fruit juices, 7 % feel that the TVC tells them...
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